. >> sumi daas shows us a new jacket being developed to help you keep your head up. >> reporter: watch where you're going is a pretty good rule of thumb, though most of us ignore it daily as we bury or heads in our phones, but billy whitehouse of an australian company has a forward thinking open. >> navigating jacket is giving your eyes back to the city. it's an ability to walk around without having to look at a map. so it's map free travel. >> reporter: this prototype was designed for women, but a men's version was just unveiled at the south by southwest interactive festival. the blazers communicate via bluetooth with your phone. enter your destination in a mobile app and let the jacket be your guide. >> we're building a language around feedback, vibration sensors built into shoulders that tell you when to turn left and right and we have a countdown on your sleeve that allows you to know how many meters until you turn. >> reporter: sewn into the jacket is a bluetooth module and circuit board. wearable experiments is aiming for a battery life of seven hours. >> we hope to build inducti